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M.A. Strategic Communication

Our MA program in strategic communication focuses on three areas: public relations,health communication, and political communication. The program provides students the skills to design, develop, implement, and evaluate communication campaigns. By communication campaigns, we mean a plan designed to address a problem—a health risk behavior, an image or credibility problem, or any communication issues that exist. Graduates from our program will have the skills to enter into a variety of careers, including careers as communication strategists for organizations, political groups, universities, and non-profits; campaign managers; political consultants; marketing researchers; public relations executives; and any other career that involves analyzing audiences and creating messages.

If you’re interested in joining our group of outstanding graduate students, please contact Dr. Virginia McDermott at ginny@highpoint.edu or 336-841-9384.

Credit-hours: 35. Courses are taught in the evening and meet once a week

Accreditation: Southern Association of Colleges and Schools

Application Requirements:

A completed application and application fee

Transcripts from all universities/colleges (3.0 GPA for unconditional acceptance)

A résumé

A personal statement that indicates (a) how the applicant’s background is suitable preparation for graduate studies, (b) what the applicant wants to study, (d) why the applicants want to study at High Point University, and (d) how the applicant plans to apply the MA after graduation

Time to degree completion:
It will depend on how the student can schedule classes. We can accommodate students who want to take classes part-time and those that want to immerse themselves in graduate school.

Accelerated program: 16 months

Traditional Program: 21 months

Extended Program: 34 months

What makes our program unique?
Our students will have the skills to develop a campaign from start to finish:

The theory that informs why some messages work better

The technology skills to actually develop campaign messages

The research methods skills to evaluate the effect of the campaign

Each student will work on at least two campaigns:

Each cohort of students will work together on a community-based campaign. This year, we have partnered with the Piedmont Authority for Regional Transportation, the student resources officers at the public high schools, and five High Point high schools to develop safe driving campaigns for each school.

Students’ final thesis project will require them to identify a need, conceptualize a campaign, design the campaign, actually implement the campaign, and then evaluate the effectiveness of their messages. Students will work one-on-one with a faculty mentor during this process.

COM 5000 Strategic Communication Theories, Practices, and Ethics (3)
This course provides a general overview to the theories and practices of strategic communication. Emphasis is placed on understanding how strategic communication can influence public opinion and audience behavior. Students will examine real and hypothetical situations in health communication and public relations and will critically analyze them by applying best practices. Students will also examine how the First Amendment and communication law influences strategic communication campaigns and the ethical implications of campaigns and strategic communication. (cross-listed with COM 4996)

COM 5002 Persuasion and Media Effects (3)
The primary goals of this course are to examine major theoretical perspectives and empirical evidence about what convinces an audience to take action after processing a message and how media influence what people think about. Special attention will be paid to how people underestimate the effect of persuasion and media on themselves. Students will analyze and evaluate existing public relations and health communication campaigns. (cross-listed with COM 4997)

COM 5005 Practicum I in Strategic Communication (1-3)

The goal of this class is to have students gain practical experience in strategic communication. Options include internships in public relations or health organizations, research internships, or on the job experience. Students may also opt to take a course outside their designated track.

COM 5005a Practicum II in Strategic Communication (1)

COM 5005b Practicum III in Strategic Communication (1)

COM 5100 Research Methods (3)

Students will learn how to review and evaluate quantitative and qualitative research. Attention will be paid to evaluation methods, including surveys, experiments, focus groups, and interviews. Students will design individual research projects and needs analyses and develop skills in reading, writing, and reporting research. (cross-listed with COM 4998)

The purpose of this course is to provide understanding and skills in quantitative research methods in strategic communication study, with main emphasis on the statistical methods most commonly used in communication. Quantitative research methods are those in which concepts are operationalized as variables expressed in numerical forms.

COM 5130 Mixed Methods and Analysis (3)

This course presents a brief overview of research paradigms with a particular emphasis placed on formulating research questions, methods, and analysis appropriate for a mixed method/model approach to communication and evaluation research.

COM 5200 Message Design and Production (3)

Students develop message campaigns for specific corporate and non-profit audiences and learn how to reframe and deliver the messaging appropriately across a variety of technological interfaces: traditional outlets, web sites, web video, social media, and Twitter.

COM 5210 Video and Audio Production (3)

Students learn to write and produce projects that support the needs of specific strategic communication audiences using the latest in high definition digital video and audio technology. The coursework focuses on the development of effective craft and message design skills necessary in producing corporate image videos, press conferences, video news releases and promotional messages.

COM 5220 Current Trends in Communication Technology (3)

Topics include creating usable and credible websites and effective internet advertising. The course will also examine blogs, social networking, and digital journalism. The digital age will be explored through primary research across a range of subjects including public relations, political communication, and health communication. Hands on experience with Dream Weaver software is emphasized.

COM 5250 Topics in Technology for Strategic Communication (3)

Focusing on the latest technological developments used in reaching audiences and presenting information, students examine their impact on society, on corporate culture and on the audiences served. Students consider, not only technology and its effective use, but also the economic and ethical implications technology places on the workday world. Topics may include social media, the use of game design software in the simulation of strategic communication programs, the impact of iPad and iPhone technology on the way people use and process information, or the use social networking to link people, interest groups, organizations.

COM 5300 Health Communication Research and Strategies (3)

This course provides a general overview to the history of health communication research and practice. After analyzing existing health communication research and campaigns, students will be able to identify the stages and best practices of campaign design, implementation, and evaluation. This course will explore health risk prevention and health promotion media campaigns, community based approaches to health communication, and media effects of campaigns.

COM 5310 Culture and Health Communication (3)

Students taking this course will be expected to develop an understanding of the ways in which culture interacts with health, illness, and health care. Health promotion, risk prevention, the role of mass media, popular culture and advertising will be emphasized. Each student will investigate how health communication practices are enacted in specific cultural contexts.

COM 5320 Interpersonal Health Communication (3)

This course examines how interpersonal relationships are affected by and affect health and communication patterns. Attention will be paid to provider/patient interaction, social support, and interpersonal issues in behavior change. Techniques for enhancing communication and relationships within the health context will be discussed.

COM 5330 Health Communication Campaigns (3)

Using examples of current and past communication campaigns in the United States and other parts of the world, this course provides students an opportunity to think about what does and does not work with health communication campaigns. By integrating theory and practice, and using principles of community-based participatory research, students will apply these concepts to create and implement a local health communication campaign.

COM 5350 Topics in Health Communication (3)

In this course, instructors will address a variety of topics and current trends in health communication research and practice.

COM 5400 Public Relations Research and Strategies (3)

This course provides a general overview to public relations history and practices. Specific topics examine media planning and buying strategies, strategies for advocating for social causes, and campaign management.

COM 5410 International and Intercultural Public Relations (3)

This course examines the problems and opportunities presented when strategic communication activities cross international and intercultural borders. This course applies intercultural communication theory to individuals, groups, organizations, and nations and demonstrates how culture can affect personal, national, and international understanding, beliefs, and behaviors.

COM 5420 Crisis Communication (3)

This course provides students with a fundamental understanding of crisis management, risk communication and media relations in multiple contexts. It introduces students to crisis management principles, strategies, tactics, and communications methods.

COM 5430 Public Relations Campaigns (3)

This course combines reality-based and conceptual approaches to campaign developments to provide students with the intellectual tools needed to assume senior management or outside counsel roles in developing and implementing fully integrated communications programs. Students will prepare for campaign management by asking and answering appropriate questions about goals, activities, management, and measurement.

COM 5450 Topics in Public Relations (3)

In this course, instructors will address a variety of topics and current trends in public relations research and practice.

COM 5600 Independent Study in Strategic Communication (1-3)

Students interested in pursuing additional research on a topic in strategic communication can sign up for an independent study. Working one-on-one with a faculty member, students will design the course to meet their needs. Written consent from the instructor is required.

Identification and analysis of communication problems in organizations. Attention to problems and requirements of communication training and development in organizational settings. Students will conduct a needs analysis and develop an training program for an organization.

COM 5603 Interpersonal Communication (3)

Theories and research on the components and dynamics of interpersonal interaction and comparative analysis of approaches to study of interpersonal communication. Students will learn the skills in managing complex interpersonal situations.

COM 5604 Intercultural Communication (3)

Theories and evidence on factors that facilitate and inhibit communication between representatives of different cultural groups, across national boundaries, and among people of different ethnic backgrounds.

COM 5699 Special Topics in Communication (1-2)

This course is reserved for special topics that do not warrant a full-semester of study. Courses will focus on particular issues relevant to students and may be offered in alternative formats (half semester; weekends; one-week). Topics may focus on particular methods, technology, or content.

COM 5900 Strategic Communication Project (1-4)

The capstone experience in the graduate program. Under the mentoring of a faculty committee, students will initiate a project employing strategic communication theories and principles to solve an actual problem.

COM 5901 Strategic Communication Project II (0)

For students who want to continue their strategic communication project. No credit.

The BA to MA program in Strategic Communication is a selective and demanding option that allows students pursuing an undergraduate degree at High Point University to complete an undergraduate degree in any major and a Master’s Degree in Strategic Communication within a five-year time frame. Students can complete an undergraduate major, apply for admission into the MA program in their junior year, begin taking graduate-level courses in their senior year, and complete their MA in their 5th year.

Fall – Semester 3 (11 hours)

Spring – Semester 4 (8 hours)

Quantitative Methods and Analysis (3)

Elective (3)

Capstone Project (2)

How long does it take to complete the graduate program?
This will depend on how many classes you can take. For most students, the program can be completed in 21-months.Students who want an accelerated course can complete it in 15-months. If you’re working full time, I would encourage you to take the 21-month route.

When is the deadline for turning in an application?
The deadline for priority decision for the fall semester is March 15. We will have a rolling admissions process, so applications will be accepted until July 15. After that deadline, no new applicants will be admitted.

I have no experience in strategic communication and my undergraduate degree will be in another major. I’m still very interested and would like to complete this program. Will that affect my chances of being admitted to the program?
We provide the preparatory courses you need, so you do not have to have a background in communication studies. Students without a background start in the fall and take research methods and an intro to strategic communication course. These courses prepare you for the other courses.

When I apply do I need to have everything (the references, personal statement, etc) at that time or can I turn it in as I get it?
It’s an online application, so things can be turned in as you get them. However, your application is not reviewed until it is complete.

Can I get some of the references now or does it have to be within a certain time frame?
You can absolutely get some references now. Your references should be from people who can address your academic ability.

How many nights a week do you have to go to school?
Our classes are one night a week, so how many night would depend on how many classes you wanted to take. Most students take two or three classes.

Are all the classes on the main campus or are any of the courses offered off campus or online?
All classes are offered on main campus.

How many faculty participate in the graduate program?
We currently have 16 full-time faculty, so you will have a lot of mentoring during your program.

Is there housing available on campus?No, there is no housing available on campus for graduate students. However, we do have a relationship with a local apartment complex–many of our students live there. See Dr. McDermott for more information. Also, the city of High Point offers several housing options and rent complexes (apartmentfinder.com; apartmentlist.com).Is there a minimum GPA required?

The minimum expected GPA is a 3.0. However, if your GPA is slightly below that and you have other academic or professional credentials that you think make your application compelling, you can still apply. Your GPA will be considered as one component of your application — we will also review your test scores and academic indicators, professional experience, references, personal statement, and resume.

What if my GPA isn’t as high as needed, what can I do to strengthen my application?
Your GRE test scores can improve your chances for acceptance. Also, give extra attention to completing your essay and resume thoroughly.

Is the GRE mandatory or do you only have to take it if you have below a 3.0?
It is not mandatory. Because part of our program focuses on the production and technology skills for campaign development, the GRE is not necessarily predictive of a student’s success. If a student’s prior academic record is not as impressive as he/she would hope, he/she could take the GRE as additional evidence of academic preparation

What score would you need to receive on the GRE?
A minimum of 1000 (combined) for the verbal and quantitative, and a minimum of a 4.5 on the analytical writing section. The High Point University GRE code is 5293.

I took the GRE a couple years ago. Will you accept my scores?
Acceptable GRE scores must have been taken with the past five (5) years.

Do I need to take three classes a semester?
No, you can arrange your timeline to suit specific situation.

When is registration for graduate school for the fall session?
Registration for the fall semester starts in April. Graduate students, however, can enroll up until August.

What days are classes held and times?
Currently, all our courses will be held Monday-Thursday evening from 6-9 pm.

What is the application fee?
The application fee is a nonrefundable $50 fee.

How do I check my application status?
Give one of the Graduate School Staff a call to check on the status of your application at (336) 841-9198.

How much does it cost?
The cost of tuition for fall 2013 will be approximately $750 per credit hour.

Are there any scholarships or assistantships offered by the Graduate School?
Many graduate students use the Free Application for Federal Student Aid or FAFSA loans to support their graduate education. Information about these loans is available in the office of Student Financial Services. Contact the office directly (336) 841-9124 or email finplanning@highpoint.edu.

I’m an international student; Do I have to take the TOEFL?
Yes, unless you have attended a university or college in the United States or have come from a predominantly English speaking country. However, the IELTS is acceptable to replace the TOEFL. A 6.5 is the guideline for the IELTS score. TOEFL score minimum for the internet based test is 80 and the paper based score is 550.

FAQs About the BA to MA Program in Strategic Communication

What is a BA to MA Program in Strategic Communication?
A BA to MA Program in Strategic Communication is an uninterrupted enrollment plan that leads to both a bachelor’s degree in Strategic Communication and a master’s degree in Strategic Communication at High Point University within a total of five years. In a BA to MA Program, a student follows a prescribed BA to MA Program Plan of Study, which requires uninterrupted enrollment and stipulates the courses that must be completed each term: fall and spring of the senior year; and summer, fall and spring immediately following spring completion of requirements for a bachelor’s degree.

How is the bachelor’s degree program affected by participation in the BA to MA Program?
The bachelor’s program works with the BA to MA Program in that undergraduate semester hours are replaced with the graduate semester hours, which are completed during the senior year. These graduate semester hours are included in the undergraduate total that is required for graduation with a bachelor’s degree.

Who is eligible to participate in the BA to MA Program in Strategic Communication?
A participant in the BA to MA Program may be a traditional day student or an Evening Degree student at HPU. Students from a variety of majors can be considered for admission to the BA to MA program.

What is the process to become a participant in the BA to MA Program?
In spring of the junior year, the School of Communication seeks applications from its most academically qualified students who are interested in strategic communication.

What is the admission term for a student in the BA to MA Program?
Fall of the senior year is when a student takes the first course in the BA to MA Program.

Is there an advantage to participating in the BA to MA Program?
The typical two-year minimum time that is required to earn a master’s degree is decreased to one year (12 months) from the date a student receives a bachelor’s degree.

What are some academic and enrollment expectations for a student participating in the BA to MA Program?

Complete prescribed courses in both the fall and spring of the senior year.

Apply for admission to Norcross Graduate School at High Point University in the summer immediately after spring graduation for a bachelor’s degree.

Qualify for graduate admission.

Begin graduate enrollment the summer immediately after spring graduation for a bachelor’s degree.

Enroll and complete specified courses according to a prearranged schedule.

Maintain uninterrupted enrollment to the master’s degree.

Does taking classes in the BA to MA Program give a student graduate admission status?
Taking classes in the BA to MA Program does not equate to graduate admission. A senior taking the classes remains an undergraduate student.

Who selects the students to participate in the BA to MA Program?
The coordinator of the Master’s program in the School of Communication selects the participants.

When do students in the BA to MA Program begin to take classes that, later, may be used toward a master’s degree?
The students take classes in the fall and in the spring of the senior year.

What are the minimum eligibility requirements for participating in the BA to MA Program?

Full-time Day or Evening Degree senior in Strategic Communication at High Point University

Overall GPA of 3.0 or higher

High interest in earning a master’s degree in Strategic Communication

Completion of bachelor’s degree requirements during a spring semester for graduation in May

What is the maximum number of hours that can be taken in the senior year of the BA to MA Program and later credited toward a master’s degree?
The maximum number is nine.

What is the minimum number of hours that can be taken in the senior year of the BA to MA Program and later credited toward a master’s degree?
The minimum number is nine.

Do participants in the BA to MA Program have elective freedom in choosing the courses that may, later, be used toward a master’s degree?
Students in the BA to MA Program follow a prescribed plan of study. They must follow a schedule of defined courses in the fall of the senior year, in the spring of the senior year and in the summer, fall and spring immediately after receiving a bachelor’s degree.

What standard is applied to the graduate work of seniors in the BA to MA Program?
The seniors are expected to do graduate quality work in graduate classes. There is no reduction in class requirements, which are evaluated using the graduate grading system: A (4 quality points), B (3 quality points), C (2 quality points, and F (0 quality points). There is no plus (+) or minus (-) grading. Grades of A or B are the only acceptable graduate grades.

How does a student become ineligibility to continue in the BA to MA Program?
A student becomes ineligible to continue in the BA to MA Program for any one of these reasons.

a grade less than B is earned in a graduate course in the Fall of the senior year

a grade of less than B is earned in a graduate course in the Spring of the senior year

enrollment in grade courses is not completed as prescribed in the BA to MA Program Plan of Study

voluntary withdrawal from the Fifth Year Program

the bachelor’s degree GPA is less than 3.0

Who monitors a student’s academic performance in a class that, later, may be used toward a master’s degree?
The School of Communication monitors a student’s academic performance. When ineligibility occurs, the coordinator of the graduate program sends a letter of ineligibility to continue in the BA to MA Program to the student with copies to the Registrar and to the Dean of the Graduate School.

Can a student who becomes ineligible to participate in the BA to MA Program apply for regular admission to the same graduate program?
A student who becomes ineligible to participate in the BA to MA Program forfeits the opportunity to apply for regular admission to the same graduate program.

Can a senior voluntarily withdraw from the BA to MA Program?
A senior may withdraw at any time from the BA to MA Program by informing the coordinator of the graduate program in writing. The coordinator of the graduate program sends one copy of the student’s notification of withdrawal to the Registrar and the Dean of the Graduate School. If a senior voluntarily withdraws, this may delay completion of the undergraduate degree.

Can a student who voluntarily withdraws from the BA to MA Program apply for regular admission to the same graduate program?
A student who voluntarily withdraws from the BA to MA Program may apply for regular admission to the graduate program in Strategic Communication; admission is not automatic. The regular admission must occur within one calendar year of the date of withdrawal from the BA to MA Program for the appropriate credits earned in senior year of the BA to MA Program to be accepted toward the master’s degree, which must be received within BA to MA of the date of regular graduate admission.

How does a student receive credit for courses completed in the senior year in the BA to MA Program?
Appropriate work earns graduate credits only when the student completes the prescribed BA to MA Program of Study and files for master’s degree graduation. Prior to filing for master’s degree graduation, the credits are not part of the student’s graduate academic record.

Enrollment for a Master’s Degree

How does a student in the BA to MA Program become a graduate student?
In the spring term of the senior year, the student applies for summer admission to the Norcross Graduate School at High Point University.

Is graduate admission guaranteed for a student who participates in the BA to MA Program?
Graduate admission is not guaranteed. Requirements for transitioning into graduate student status include:

application for graduate admission;

Completion of baccalaureate requirements in the spring of the senior year with the bachelor’s degree awarded in May;

grade of A or B in each of the graduate classes required during the senior year; and

a GPA of 3.0 of higher for the bachelor’s degree

Can a student in the BA to MA Program delay the start of graduate admission?
The BA to MA Program is designed to continue immediately upon completion of the bachelor’s degree in May. If a student is unable to adhere to this schedule, an appeal for a waiver must be made to the Director of Graduate Studies in the School of Communication.

Can a student in the BA to MA Program receive an extension of time to complete master’s degree requirements?
A student in the BA to MA program is expected to complete master’s degree requirements within one calendar year after completing the bachelor’s degree. If a student is unable to adhere to this schedule, an appeal for a waiver must be made to the Director of Graduate Studies in the School of Communication.

What is the deadline for receiving a master’s degree in the BA to MA Program?
A student in the BA to MA program must complete all requirements for a master’s degree within one calendar year (12 months) from the completion of the bachelor’s degree requirements. If a student is unable to adhere to this schedule, an appeal for a waiver must be made to the Director of Graduate Studies in the School of Communication.

Will financial aid cover the graduate courses taken by a senior in a BA to MA Program?
If a senior is eligible for financial aid, the senior will continue to be eligible if taking classes that may later be used for the master’s degree.

What is the charge for graduate courses taken in the senior year?
Undergraduate tuition will be charged for all classes taken during the senior year.

Will on-campus housing be provided while completing the BA to MA Program?
During the senior year, students can still live on campus. However, upon completion of the bachelor’s degree, students will reside off-campus.